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Publication
Impacto do User Generated Content no YouTube na intenção de compra de marcas de Fast Fashion
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Abstract(s)
Com o desenvolvimento da comunicação digital, hoje, é possível que a informação de uma marca não seja exclusivamente desenvolvida por gestores e profissionais de marketing, mas também pelo próprio consumidor através do User Generated Content (UGC). Neste sentido, a presente dissertação analisou de que forma o UGC no Youtube pode influenciar as intenções de compra de marcas de Fast Fashion através da credibilidade e perceção UGC que os consumidores têm sobre este tipo de conteúdo. Neste contexto, foi aplicado um estudo experimental com dois cenários, sendo um com UGC de marca patrocinada e outro com UGC de marca não patrocinada, que avaliavam o impacto da credibilidade e da perceção UGC na intenção de compra de Fast Fashion no Youtube. Os resultados indicam que os consumidores apresentaram uma maior intenção de compra ao visualizar UGC de marca não patrocinada, sendo que a atratividade tem um grande impacto na credibilidade e a qualidade é a dimensão com um maior impacto na Perceção UGC. Assim, este trabalho complementa estudos realizados anteriormente no âmbito do UGC, porém com foco no que diz respeito à credibilidade e perceção UGC.
With the development of digital communication, today, it is possible that the information of a brand is not exclusively developed by managers and marketing professionals, but by the consumer himself through User Generated Content (UGC). In this sense, this dissertation analyzed how UGC on Youtube can influence the intention to purchase in fast fashion brands, through the Credibility and UGC Perception that consumers have about this type of content. In this context, an experimental study was applied with two scenarios, one with a sponsored brand UGC and the other with a non-sponsored brand UGC, which evaluated the impact of credibility and UGC perception on the intention to purchase Fast Fashion on Youtube. The results indicate that consumers show a higher purchase intention when viewing non-sponsored brand UGC, with attractiveness having a major impact on credibility and quality being the dimension with the biggest impact on UGC Perception. In consequence, this work complements studies previously carried out within the scope of the UGC, although with a focus on the credibility and perception of UGC.
With the development of digital communication, today, it is possible that the information of a brand is not exclusively developed by managers and marketing professionals, but by the consumer himself through User Generated Content (UGC). In this sense, this dissertation analyzed how UGC on Youtube can influence the intention to purchase in fast fashion brands, through the Credibility and UGC Perception that consumers have about this type of content. In this context, an experimental study was applied with two scenarios, one with a sponsored brand UGC and the other with a non-sponsored brand UGC, which evaluated the impact of credibility and UGC perception on the intention to purchase Fast Fashion on Youtube. The results indicate that consumers show a higher purchase intention when viewing non-sponsored brand UGC, with attractiveness having a major impact on credibility and quality being the dimension with the biggest impact on UGC Perception. In consequence, this work complements studies previously carried out within the scope of the UGC, although with a focus on the credibility and perception of UGC.
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Keywords
User Generated Content YouTube Intenção de Compra Credibilidade Perceção UGC